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The role of negative online reviews on brand image: the judges behind the screen effect
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Autores
Resumo(s)
Online consumer reviews (OCRs) have become an important milestone in the consumer
decision-making process, profoundly shaping brand perceptions. The purpose of this research
is to investigate the effects of OCRs on brand image, emphasizing the influence of negative
online reviews on brand image through consumers' attitudes and the perceived helpfulness
of reviews, as well as the influence of review valence and type of information (utilitarian or
hedonic) for the Portuguese population. It was employed a questionnaire with four scenarios,
and data analysis was conducted using the bootstrapping technique and multigroup analysis
in SmartPLS 4. The findings reveal that both positive and negative OCRs significantly impact
brand image, with negative reviews exerting a stronger influence. Negative reviews,
particularly those featuring utilitarian information, are perceived as more helpful and
impactful on brand image. Additionally, positive consumer attitudes towards OCRs enhance
brand image, while the quality and perceived enjoyment of OCRs further contribute to their
perceived helpfulness. By highlighting the importance of review valence and content type in
shaping brand image, this study provides valuable insights into how the valence of reviews
and the type of information influence the perceived helpfulness of OCRs and their subsequent
impact on brand image, important for businesses seeking to manage their online reputation
as well as to influence consumer perceptions and build stronger brand-consumer relationship.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Negative Online Reviews Brand Image Online Consumer Reviews Review Valence Utilitarian information Hedonic information SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure